This article presents the basic options to create the segmentation for your contact list according to relevant criteria for your marketing goals and the customer life cycle. The segmentation will be used afterwards for the targeting (choice of recipients) and will prevent you from managing your contact list manually: targeted contacts are updated automatically at the moment of sending the message, depending on the segmentation criteria.
Dialog Insight offers 3 basic tools to create the segmentation: Groups, Personas and Scoring. These 3 tools use the same criteria editor (see the criteria list) and can be combined.
| Groups As the name says, this tool is used to make groups of contacts. A group includes contacts corresponding to the criteria you determined according to your communication goals. Groups will be used as the recipients of a message. • Creating segmentation with Groups • Targeting a group Personas Personas are used to create a segment inspired by an imaginary customer, which represents a part of your customer base sharing the same characteristics. You can put a face on your target audience. You must have sufficient info on your market to create this portrait of your clientele. • Creating segmentation with Personas • Targeting a persona Scoring Scoring is used to create a segment with criteria determining the engagement level for contacts. The scoring is shown as stars, number of points or positive/negative. • Creating segmentation with Scoring • Targeting according to the contact's score Life Cycle The Life Cycle segments your audience according to 4 phases. A default template is configured. All you have left to do is create the targeting. • Targeting according to the customer life cycle |
If you want to add a segmentation layer, you can use DImension. This tool is more advanced and complex to use.
Content PersonalizationBesides targeting, Scoring and Personas can be used for content personalization. For example, you could present products depending on the persona corresponding to the message recipient.
You could also add conditional content. For example, display a text block only to contacts with a certain number of points.